In this session, Adam discusses the use of Easy Digital Downloads, a free plugin for creating a digital download eCommerce store in WordPress. Session attendees learn the basics of setting up an eCommerce store and Adam addresses how the phrase “digital downloads” doesn’t just refer to plugins, themes and other software.
Adam also reviews a list of free and paid Add-Ons for EDD that enhance the end user experience, marketing process, and ultimately website revenue. He also talks about several third party tools and services that make managing and growing a digital download business easier and more rewarding.
Whether audience members are bloggers, designers, teachers or hardcore developers, they will walk out of this session knowing they can offer digital content that others want and need.
WP Evangelist means that I attend WordCamps and other events and listen to the community.
What: Obvious products Not-so-obvious products
How: Tips for creation What platform(s) to use
How: Marketing How to launch Marketing funnels / followup Continued engagement
Find “the more you know” Or all I know is that I know nothing at all Or similar gif
(display logos one at a time?) or one image of all of them One of easiest to create Especially from existing content (blog posts) Multiple platforms (PDF t local computer, Fivver, iBooks, amazon kindle, Blurb (sell and create), Lulu, Nook press, Google Play
You know things I don’t Even if I do know, you have a unique perspective I don’t
X Best Practices for [Insert Industry/Topic]
An Introduction to [Insert Industry/Topic] X Common Questions About [Insert Industry/Topic] Answered X [Insert Industry/Topic] Statistics For Better Decision Making Learn From The Best: X [Insert Industry/Topic] Experts Share Insights
Ebook creation services.
Ebook covers – Photoshop templates, but prefer Canva to do this Use images Graphs Charts
What is it? gathering information relevant to a particular topic or area of interest. Services or people that implement content curation are calledcurators. Curation services can be used by businesses as well as end users.
Blog Posts from one or more categories
If a reference guides Curate content from other sources. Summary + Image + Link (good place for affiliate links too, which I will get to)
Music: Original, mixes, loops
Audiobooks: Repurpose ebook by reading It. (good practice for voiceover work) Brilliance audio
Podcasts: Download or member access
Ringtones: Allowed in iTunes
Audacity - Open source
Zencastr - Free while in beta
Screencast software auido-only export (accompany with screenshots)
Art: Original artwork, memes, inspirational posters
Have a plan Doesn't have to be a full business plan even just an outline
NOT IN YOUR HEAD.
Post on desk, monitor, forehead, calendar, etc.
Domain name and host
Yes, obvious I know. I wasn’t going to include this but just wanted to say a couple things.
Your host matters. If you can, don’t go cheap.
See any of the people from the hosting companies here today. All good.
Security company, but if not, still #2 on my list Someone is always trying to slip through!
Hosts do a great job, but security is a big subject
Vulnerabilities at user network level
Software application level (WordPress) can still be an issue
This is YOUR revenue stream and needs protection
Anyone guess what that stands for? Hint: I just made it up.
WordPress core Plugins Themes
WHAT - Secure Sockets Layer encrypts communications between the user and the web server. It helps to prevent hacker attacks that are based on eavesdropping.
Is the web site really secure with SSL? No. SSL secures the network communication link only. However, risk to individual users may be significant
Eavesdroppers can see what is typed into forms on non-SSL sites
Most obvious risk is login form, which asks for username and password. Eavesdropper can potentially obtain these login credentials and then log in as that user.
Users will re-use passwords on many websites. None of you do that right?
HOW Purchase from Host Purchase separately Use Let’s Encrypt SSL are free (SiteGround host makes this simple)
Anti-virus – on your computer. (Kapersky, McAfee, Norton) VPN – on your computer (or even mobile device). Virtual Private Network (public wifi) ( Plugins – search the plugin repository, you’ll find many options. Inspect settings, file changes, and more Scanners – scans the actual files that live on your hosting account. Checks for known malware and suspicious code WAF – Web Application Firewalls – detects and routes real visitors from bots.
Ever visited a site with no way to contact them? I have. It simply doesn’t work.
10 fold for ecommerce.
Pre-sales Contact form Phone Email Forums
Pre-sales Blog subscription Notify me when…
Blog Maybe they don’t trust you yet. Allow them to follow your content for proof of your knowledge.
Give option to receive optional (separate) newsletter. (marketing) MUST OPT IN
Both require “terms” explaining the email communication they will receive.
Not interested in using WordPress? Boo!!! Let’s skip this!
Can be less hassle and administration
Marketplaces – they take a percentage of your earnings You get more exposure, faster Might be a good way to get started for some people
Themes Plugins Video Audio Graphics Stock photos 3D animations
Primarily themes and plugins
Platform provided, but more product and sales information required.
Shopify – 14 day trial, then paid monthly Ruby on Rails and PHP Data lives on their servers Offers WordPress plugin so you can put products on WP site
BigCommerce Must have own WP site Create page in Bigcommerce Point with DNS changes in domain settings No plugin
Volusion Volusion is a hosted solution, and that means that all your files will be sitting on their servers. On the other hand, your WordPress site will be sitting on your own server space that you have bought from your web host. The upshot: your Volusion store and your WordPress site cannot live on the same domain. Instead, they will have to be hosted on different sub-domains.
Everything done by you! Domain, hosting, configure WP Configure theme Install and configure plugins
Control your data!
Streamline Only use what you NEED
Simple PayPal buttons
PayPal shopping carts
519 results on plugin repository!
Forms with PayPal integration
Made for physical sales (also has digital download addons)
Many other addons
Acquired by Automattic (company formed by WordPress co-founder, Matt Mullenweg
Also known as EDD
Made for digital sales (also has shipping addon)
What we use at FooPlugins
The one big secret…There are no valid shortcuts!
Shortcuts usually look like this (cat)
Not shortcuts, but STREAMLINE REQUIRED ITEMS rather than NICE-TO-HAVES
Or nice to haves
This is where I used to get stuck. Hours in my office tweaking css and other things Tell me wife…meh
Prebuilt theme or page builder with templates
Minimal – NOT LIKE LING!
Focus on products, not fanciness (hovering buttons, animations, etc.)
The LIFE BLOOD of your digital download business This is where users make the decision to buy or leave
There are essential elements to include in product pages that will help you succeed.
Description for real people. Not just boring facts (this does this, these are the dimensions, this is cost)
Tell a story at every chance.
Make a connection.
Benefits vs Features
Features are defined as surface statements about your product, such as what it can do, its dimensions and specs and so on. Benefits, by definition, show the end result of what a product can actually accomplish for the reader.
- The gas mileage on a car is a feature; the amount of money you can save on gas is a benefit. - Pockets on the front of a sweater is a feature; having a place for your keys and keeping your hands warm in the winter are both benefits. - Home delivery is a feature; not having to interrupt your schedule to go to the store is a benefit.
Why should I care?
TRICK – after listing a feature of your product, ask yourself. SO WHAT? The answer will be your benefit.
This is how this product will: Make your life easier Make your job easier Help you achieve that goal faster
Stock imagery Product images – DIY lots f tutorials, hire someone on Fivver Hire a designer Images (animated GIFs)
Product Demos on page if possible (images or videos)
Usage video, tutorials (can show benefits of ease of use at same time)
Simple yet effective
Images – fields of dreams (build it and they won’t come), pre launch landing page optin, community
May sound obvious, but learned from trial and error You care more about business/product than users Others don’t because they don’t know
Create buzz before Landing page, buy ads Build list/anticipation Launch in existing community
List Subscriptions for everything (prelaunch, blog articles, specific categories, partnership/affiliate interest, etc.) Subscriptions everywhere (moneylab) Follow up series for everything
Value 5-7 emails before asking Something of value in each email (ebook, case study, tutorial, resources)
Authenticity Don’t be “this guy” Building your business? Talk about it. The struggles and successes. Get personal (talk about my email about Ziggy seizure and the response from customers) BUT DON”T WHINE
Progress bars Cross sells Upsells Edit order
#1 is capturing the email and detecting the abandonment, then email series
Ask if anyone isn’t familiar (show of hands)
Have one? YES or NO – doesn’t follow the KISS method, but can help boost sales and traffic (blogger reviews, reccos and others email campaigns) Creates loyalty with subset of people They can provide valuable feedback
Become affiliate yourself Complimentary services
Example: FooPlugins – Gravity forms, NextGEN, other galleries, themes Get listed on their reccomendations pages
What is Content Marketing? Blogging approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action
Plans Tell a story Schedule this! Google Calendar is your friend Outline some Draft posts even if you don’t have the content
Pro Tips Content curation – resource or list posts Repurposed Content – audio, video (wpdistrict community posts example – YouTube, Blog posts, transcriptions, shared on FB and Twitter Customers create content for you (guest post submissions, case studies)
Same as content marketing
Plan, schedule, repurpose
Tools Hootsuite, buffer, CoSchedule
Amazon core value I learned Don’t wait until everything is “perfect” because it never will be. Continually iterate - Analytics Growth is organic, trial and error
SiteLock – security news/tips, WordPress community interviews
Wpmodder – Mostly WordPress, direct replies
Creating a Digital Download Business - What to sell, how to sell it, and shortcuts to success
@ S I T E L O C K@ S I T E L O C K
Creating a Digital
What to sell, how to sell it and
shortcuts to success
W o r d C a m p N e w O r l e a n s 2 0 1 6
@ S I T E L O C K
Adam W. Warner
• Product Evangelist at SiteLock
• Co-Founder at FooPlugins
• Discovered WordPress in 2005
• WordPress Community Addict
• Fan of Fractals
• Lover of Meatballs
• Proud Dad!
@ S I T E L O C K
What We’ll Cover Today
• What to sell
• How to sell it
• How to succeed
@ S I T E L O C K
• Platform-specific themes
• Page builders for any theme
@ S I T E L O C K
Descriptions for Real People
@ S I T E L O C K
Benefits Before Features
• Features = facts
• Benefits = end result for user
• “This book has 64 pages.”
• “After reading this book, you’ll be able to create
your own knitted Wapuu.”